Blogging for-business

449
-1

Published on

Business blogging is one of the top ways to attract visitors to your B2B or B2C website, convert casual visitors into long-term customers, and elevate your brand online by establishing an authoritative and influential voice in your industry.

In this presentation, Jim Robinson from ClickSeed will discuss:

• Some important trends and statistics that make a powerful case for business blogging

• The key benefits of blogging for business and what kind of results you can expect

• How to best optimize your blog for search engines and social media

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
449
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Blogging for-business

  1. 1. Blogging for Business Presented by Jim Robinson Founder & President, ClickSeed January 10, 2014
  2. 2. Blogs Will Change Your Business Source: http://www.businessweek.com/stories/2005-05-01/cover-image-blogs-willchange-your-business 2 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  3. 3. Blogs Will Change Your Business May, 2005! Source: http://www.businessweek.com/stories/2005-05-01/cover-image-blogs-willchange-your-business 3 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  4. 4. Why Your Business Needs a Blog
  5. 5. 1. You’ll Build Trust and Brand Affinity 81% trust blogs 60% feel more positive Sources: http://www.blogher.com/women-and-social-media-2012 http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/ 5 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  6. 6. 2. You’ll Generate More Traffic 97% more inbound links 55% more traffic Sources: http://cdn2.hubspot.net/hub/53/file-13213536-pdf/docs/resellers/reports/state_of_inbound_marketing.pdf http://cdn1.hubspot.com/hub/53/introduction_to_business_blogging.pdf 6 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  7. 7. 3. You’ll Generate More Leads 88% more B2C leads 67% more B2B leads Sources: http://www.myprconnection.com/blog/prsa/22-blogging-facts-that-will-blow-your-mind/ http://www.insideview.com/social-selling 7 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  8. 8. The Opportunity is Still There 40% have a blog 43% don’t update their blog Source: http://cdn1.hubspot.com/hub/53/introduction_to_business_blogging.pdf https://home.passle.net/wp-content/uploads/2013/08/The-State-of-Business-Blogging-2013.pdf 8 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  9. 9. So What’s a Blog, Exactly?
  10. 10. This is Definitely a Blog (a good one!) • Regularly updated • series of entries in reverse chronological order • commenting area Source: http://www.hipasiwannabe.com/ 10 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  11. 11. Then this is a blog too, right? • regularly updated. • series of entries in reverse chronological order • commenting area Call it whatever you want! 11 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  12. 12. Before You Start Blogging…
  13. 13. Define Goals & Measurable Metrics Metrics Goals Source: http://contentmarketinginstitute.com/2013/10/2014-b2cconsumer-content-marketing/ 13 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  14. 14. Define Audience Personas Source: http://blog.kissmetrics.com/user-personas-for-seo/ 14 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  15. 15. Develop a “Keyword Universe” 15 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  16. 16. Create an Editorial Calendar Source: http://snapcreativity.com/how-to-create-an-editorial-calendar/ 16 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  17. 17. Blogging Tactics
  18. 18. Anticipate Need States & Interests I skate to where the puck is going to be, not where it has been. - Wayne Gretzky Photo: http://en.wikipedia.org/wiki/File:Wgretz_edit2.jpg 18 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  19. 19. Frequency Matters You blog as often as you want people to pay attention to you. - Josh Hallet | Director, Voce Connect 19 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  20. 20. The Perfect Headline 1. Irresistibly clickable 2. Clear and direct 3. Optimized for search Photo: Peter Rukavina - http://www.flickr.com/photos/reinvented/3150724610/ 20 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  21. 21. Keep Paragraphs Short Photo: http://www.denisefay.com/2010/10/08/day-8-the-art-of-paragraph-writing/ 21 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  22. 22. Always Use Images 94% 22 @ClickSeed more views for posts with images Source: http://www.jeffbullas.com/2012/05/28/6-powerful-reasons-why-you-should-includeimages-in-your-marketing-infographic/ © 2013 ClickSeed LLC | http://www.clickseed.com/
  23. 23. Inbound Links Are Critical Get them from: • Guest Posting • Link & Ego Bait • Social Channels • Niche directories • Outreach • Relationships! 23 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  24. 24. Get Rid of Low Value Links • Not good for SEO • negligible UX value • use editorially placed links instead Image credit: http://www.wordtracker.com/blog/optimize-your-wordpress-navigation 24 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  25. 25. Integrate Into Your Website • host blog on your domain • surface headlines contextually Photo credit: http://www.flickr.com/photos/brynnita/8693538344/ 25 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  26. 26. The Money is in the List Email subscribers are more engaged and 3.9 times more likely to share your content. Source on sharing frequency: http://www.quicksprout.com/2013/02/11/bare-minimum-content-marketing-3-thingsyou-have-to-do/ 26 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  27. 27. Google+ Authorship Markup 40% increase in CTR 27 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  28. 28. Develop an Engaged Network • Be helpful, solve problems • Not a push channel! • Curate content from trusted industry influencers. Robert Cialdini’s first principle of influence: Reciprocation “The implication is you have to go first. Give something: give information, give free samples, give a positive experience to people and they will want to give you something in return.” Image: http://ramansinghmukkar.wordpress.com/2012/11/08/how-adopting-twitter-haschallenged-my-technophobic-lifestyle/ 28 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  29. 29. Market Your Marketing If you build it, they won’t just come. You must promote it. 29 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  30. 30. Repackage Content …into multiple channel-specific formats. think video, webinars, graphics, podcasts, etc. Photo: http://www.flickr.com/photos/halfbisqued/2353845688/in/photostream/ 30 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  31. 31. Work Smart with Social Tools Identify top times to automatically post Collaboratively execute, schedule and track campaigns Manage and track a blogger outreach. Automate common processes and save time. Find influencers. Find more influencers. 31 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  32. 32. Beware the Pandas and Penguins “Penguin” identifies link schemes: There are many wedding rings on the market. If you want to have a wedding, you will have to pick the best ring. You will also need to buy flowers and a wedding dress. “Panda” identifies low quality or “thin content”: Examples: Content farms, “content spinning,” high ad-tocontent ratios 32 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  33. 33. Final Thoughts
  34. 34. You’ve Got to Commit And Be Patient http://moz.com/rand/so-why-do-i-have-the-platform-the-recognition/ 30% 34 @ClickSeed more traffic once you’ve published 21-54 posts. Source: http://www.trafficgenerationcafe.com/how-blogging-increases-lead-generation/ © 2013 ClickSeed LLC | http://www.clickseed.com/
  35. 35. Lifetime Value & Link Equity A Rising Tide That Lifts All Boats Your blog is the heart of all content marketing efforts. Start thinking of your content as valuable assets in which you build equity over time. Photo: http://www.dailykos.com/story/2012/04/24/1085999/-One-cure-for-Income-Inequality-ProfitSharing# 35 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  36. 36. Create a Content Culture Rackspace has made content part of their company culture, from the CEO down. 78% 36 @ClickSeed of chief marketing officers think custom content is the future of marketing. Source: http://www.hanleywood.com/ © 2013 ClickSeed LLC | http://www.clickseed.com/
  37. 37. Remember: It’s Not About You Image credit: http://headrush.typepad.com/photos/uncategorized/2007/04/06/buythis.jpg 37 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  38. 38. Let’s Stay Connected +ClickSeed /ClickSeed @ClickSeed 38 @ClickSeed © 2013 ClickSeed LLC | http://www.clickseed.com/
  39. 39. Thank you! Digital Marketing for Growing Businesses 148 West Patrick Street, 1st Floor, Frederick, Maryland 21701 (301) 228-2432| http://www.clickseed.com | jim@clickseed.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×